• by November 21, 2008

Sharp Electronics on Saturday launched the third phase of a national TV, print and online campaign for Aquos LCD TVs, developed with Lowe Worldwide earlier this year after the Interpublic Group agency took over the company's $60 million account from independent Wieden + Kennedy.

The campaign's print and broadcast ads showcase the slim design and picture quality of the Limited Edition Aquos LCD TV Series.

Pepperdine University math and physics Professor Gerard Fasel returns to star in the latest TV commercial, which again uses the tagline "Change Your TV, Change Your Life." Buys for the spot include CBS' "60 Minutes," Fox's "24," ABC's "Good Morning America," NBC's "Sunday Night Football" and cable networks such as CNN, TNT, USA, Food, and Fox News.

Print ads will run in The Wall Street Journal, USA Today, New York Times, Los Angeles Times, Chicago Tribune, Time, Newsweek, The New Yorker, Dwell, Wired and other publications.

Dentsu Next is Sharp's media agency.

The marketing campaign also includes an upgrade to Sharp's microsite, lifechangingbox.com, with new sections dedicated to the Limited Edition Aquos LCD TV Series, Aquos Advantage (Sharp's enhanced customer service program), the Sharp Aquos LCD TV Series designed for the gaming industry and LCD Innovation.

The microsite's relaunch will be supported with interactive ads on sites such as CNET, Yahoo, Google, MSN, and Discovery Networks.

Lowe's Sharp campaign first launched on May 19, featuring a Major League Baseball-themed commercial that portrayed Aquos, the "official HDTV of Major League Baseball," as the ultimate "ticket" for baseball fans by providing them with the "best seat in the house."

The second phase of the campaign, which began July 14, introduced the microsite and kicked off in conjunction with Major League Baseball's All Star Game, where three different commercials aired multiple times--and Sharp launched a nationwide sweepstakes promotion with more than 1,000 prizes, including trips, Aquos LCD TVs and chances to meet players.